AI
The North Face teams with Mood Media on immersive basecamp experience
January 13, 2025
The North Face has partnered with Mood Media to create an immersive basecamp experience in London that combines AI-generated content with projection technology.
The transformation of the outdoor retailer's Regent Street flagship store in London demonstrates the future of experiential retail, according to a press release.
The expanded 10,000-square-foot store features a first-of-its-kind 360-degree projection dome that creates an immersive basecamp experience within the retail environment.
The custom-engineered installation utilizes five synchronized Optoma projectors with Vioso projection technology to deliver a continuous 30-minute visual journey enhanced by nature soundscapes and custom scenting, transporting visitors from London's urban landscape to remote wilderness locations. The installation also features a 12.75-square-meter LED wall with a 2.5-pixel pitch display technology, delivering brand content through a Q-SYS audio and control system. A custom-developed "White Pepperwood" fragrance enhances the entire experience and completes the multi-sensory journey.
"In reimagining our Regent Street location, we sought to build a portal to the outdoors in the heart of London," Martina Cerletti, director of retail marketing, The North Face- EMEA, said in the release. "Mood Media's innovative approach to experiential technology has enabled us to break new ground in retail design, creating an environment that doesn't just showcase our products but embodies our brand's spirit of exploration and connects with our customers on a deeper, more emotional level."
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